By Bronwyn Raitt
According to Entrepreneur, a podcast is a pre-recorded audio programme that is posted onto a website and is made available for download, so that people can later to listen to it on personal computers or mobile devices. What distinguishes podcasts from other types of audio products on the internet is that a podcaster can solicit subscriptions from listeners, so that when new podcasts are released, they can be automatically delivered, or fed, to a subscriber’s computer or mobile device. A podcast usually features an audio show with new episodes which are released at planned intervals, such as daily or weekly. This format encourages listeners to subscribe so that they can find out “what happens next”.

A vodcast, or video podcast is a registered trademark of SeaChange International, Inc, coined in 2001 referring to a video-on-demand (VOD) multicasting technology that requires special hardware and software used for broadcasting, receiving, and controlling broadcast video, audio and digital data signals, and accompanying manuals. A vodcast is used for the online delivery of video content; it is a digital recording similar to the downloadable files of a podcast. However, besides sounds, vodcasts also add video to the mix, creating a rich visual experience for the user.

Why should your business use podcasts/vodcasts?

The major benefit of using podcasts and vodcasts for your business is that it provides content on demand. Information is available when users want it, as opposed to a radio or television programme, which can only be accessed at a pre-determined time. Podcasts and vodcasts are cheaper to make than their broadcast counterparts, they are also easier to deliver and they allow for skills - and delivery-convergence, which means, for example, that a newspaper can be an online broadcaster and a broadcaster can be an online newspaper. Because listeners have a vested interest in the content - otherwise they would not subscribe to the vod/podcast - delivering precise information to precisely target markets, yields a higher return on investment (ROI) than any direct selling or advertising campaign.

Companies are also using pod/vodcasting to streamline business processes and augment their internal communications. Instead of sending out monthly newsletters or conducting group coaching sessions, business pod/vodcasting is a better system for distributing and sharing information. Simply make a pod/vodcast available online and your audience can access the information whenever and wherever they desire by simply downloading it into their conveyable media device, such as an iPod.

Podcasts and vodcasts can be used for just about anything. Klaus Bauer, an online producer for South African-based social media destination, Zoopy, says that because Zoopy is so easy to use, companies are using it as a platform to broadcast their vodcasts. The free exposure which Zoopy offers means that companies receive an advertising service as well as assistance in creating brand awareness. Bauer goes on to say that, “vodcasts are a way to transmit interesting visuals to the masses in a quick and easy way.”

What are the benefits of using vod/podcasts?

Using vod/podcasts can quite easily increase sales; lead generation; make your website a repeat destination, driving traffic to your website; reaches mobile devices where users are on the go; can be used to educate; further qualify leads; close sales; and as a PR vehicle, as it reaches a different, frequently younger audience. Vod/podcasting allows your company to participate in Web 2.0 social media because pod/vodcasting is less susceptible to commentary and backlash. Companies that do not want to try blogging are having great success with pod/vodcasting. Blogs are made for quick commentary and cross-talk. Pod/vodcasts are more difficult to produce making it more difficult for such commentary and don’t allow for people to hide behind written words.

The future of vod/podcast

Vodcasts and podcasts have been gaining their share of popularity lately. A survey done by media research firm, Nielsen/NetRatings from 2005 to the present, revealed that internet users aged 25 to 34 are the users who download the most video podcasts. However, technology experts have argued that video podcasts are still lagging behind audio-only podcasts, due to the limitations as to where and how you can watch them. Audio podcasts can be heard via the computer, on a CD or iPod, while vodcasts can only be viewed on a computer or a video iPod. However, despite these limitations, vodcasts are seen to be widely used in the future. Apart from just downloading videos, people are now able to star in their own shows or concerts, in the same way that a radio show can be made in an audio podcast.

Newsclip is a pioneer in this regard, with each of its three publications, Media Update, Publicity Update and TotallyMAd containing a weekly two-minute vodcast of that week’s news. Individuals and companies alike may be surprised to find that by using their imagination, creating a vodcast is an easy and exciting process.